Sterling Holiday Resorts Unveils New Brand Identity and Strategy

terling Holiday Resorts, the Chennai-based company that pioneered the timeshare business in India, has unveiled a new brand logo celebrating the completion of changes in the nature of its business.

The company’s vibrant new logo was unveiled at a special media event by Ramesh Ramanathan, Managing Director of the company, and Peshwa Acharya, Chief Marketing Officer. Aimed at aligning the company with the transformation and “resurrection” of the new brand, its primary color of purple promises “discoveries and experiences” while the overall youthfulness and contemporary look speaks to a bright new future for the company.

Sterling Holidays has moved away from its original timeshare concept over the last few years to a more inclusive holiday company concept aimed at delivering curated experiences to guests. While the timeshare concept generally provides accommodation and food to its members, more recently Sterling Holidays has been focusing on providing local experiences at all its destinations in line with their “PEP” (People Experience and Places) concept. As part of their transformation, most of their properties have also been refurbished to bring them up “to best in class” standards.

The company, which currently has over 2,200 rooms at its 33 resorts spread across the country, is planning to double its room inventory to around 4,500 and expand its footprint to over 50 destinations in the next four to five years. Going forward they will primarily follow an asset light model driven by management contracts, though from time to time the company will also develop some of its own properties.

Leading the way into the company’s future will be Anand Ramchandran, who was recently installed as chief operating officer. In this role, he will be responsible for all operational aspects of the company with responsibility to deliver on financial performance, customer acquisition and engagement, revenue maximization, human resources and IT, among others.

Speaking on the appointment in a press release, Mr. Ramanathan said, “Sterling is now poised to rapidly establish itself as an experience and discovery led Holiday brand and grow into a leadership position in the holiday industry. As an integral part of this plan, I am delighted that Anand Ramachandran has joined us as chief operating officer.”

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